'24' brand protection

Getting men to interact with its brand is no sweat for Unilever's Degree Men, with the launch last week of the "The Rookie: Day 3 Extraction" campaign. Through a partnership with the Fox network's 24, the brand is distributing digital shorts for the next five weeks through video on demand, broadband andmobile devices that chronicle the adventures of counterterrorism agent Jason Blaine.

Through watching the videos, emblematic of the series' extreme theme, viewers learn the ways that Degree protects men. MindShare Entertainment, Science & Fiction, Brightline iTV Marketing Specialists and Story Worldwide each helped Unilever with aspects of the campaign.